Concepts and Principles of Marketing

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Concepts and Principles of Marketing
Maturski, Seminarski , Maturalni i diplomski radovi iz ekonomije: menadzment, marketing, finansija, elektronskog poslovanja, internet tehnologija, biznis planovi, makroekonomija, mikroekonomija, preduzetnistvo, upravljanje ljudskim resursima, carine i porezi.


The core concepts of marketing for the travel and tourism industry

The main goal of all marketing activities of a travel company is satisfying the needs and wishes of potential tourists in the way that ensures increased sales and profit in the long run. Business results of a travel company depend largely on the satisfaction of customers. Returning costumers as well as established relationship of loyalty are sings that the company is doing well on the tourist market. Successful marketing strategies based on the knowledge of potential tourists’ needs and wishes determine sales and profit of a particular travel company. Expected sales and profit are influenced by the level of satisfaction of customers, i.e. tourists who trust a particular travel company.

The knowledge of the needs and wishes of potential tourists is an essential input for a travel company to make marketing related decisions. Information on potential tourists’ behavior in different situations concerning the choice of tourist destination creates a solid basis for planning marketing strategies, such as differentiation of tourist products and service, positioning or re-positioning of tourist products and services, segmentation of the tourist market, etc.

The more pieces of relevant information on customers and services on the tourist market, the better marketing activities aimed at driving potential customers’ behavior. The knowledge of customers is a good basis for making marketing decisions unless the reality requires new additional information. Anyhow, marketing research into the potential customers’ behavior is irreplaceable and invaluable.

Marketing research into the behavior of potential tourists in the process of making a decision about a tourist destination uses the results of research carried out in many specialized disciplines, such as geography, sociology, psychology, anthropology, economics, etc. which deal with particular modes of potential tourists’ behavior so as to make it possible to understand those different modes, as well as to ensure satisfying tourists’ needs and achieving business success. Potential tourists’ behavior is primarily determined as micro marketing research...

Contents :

1.1 The core concepts of marketing for the travel and tourism industry 3
1.2 The impact of the marketing environment on tourism industry 3
1.3 Factors affecting consumer motivation and demand in the travel and tourism industry 6
1.4 Principles of market segmentation and its uses in market planing 8
References 12



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